Why Your Email Template Tanks Abroad—Cultural Segmentation Secrets with Rodrigo Brandão

Today the inbox, tomorrow THE WORLD!

Scaling email programs internationally demands far more than translating templates—it requires reimagining your entire strategy for each market’s unique needs, regulations, and consumer behavior.

In this episode, Guy and Danielle sit down with Rodrigo Brandão of Be Growth to learn how he helped build a top-notch email strategy across 48 countries. Drawing from his experience scaling UTUA, a personal finance platform, Rodrigo shares battle-tested tactics for navigating diverse mailbox providers, regional compliance frameworks, and the data required to manage 25 million emails daily.

You’ll learn:

• How to approach the nuances of each country
• Why LGPD compliance (and GDPR-like regulations) actually improve deliverability performance
• The 48-hour activation window as your primary indicator of list quality
• How mailbox provider distribution shifts your entire technical strategy
• The data infrastructure required to prevent catastrophic segmentation failure

…and more!

Are you an email marketing expert with bold opinions on the industry? Come chat with Guy and Danielle on a future episode! Drop a comment, ping us on LinkedIn, or simply fill out this guest form.

SOME EPISODE HIGHLIGHTS:

• [00:22] Why cultural events shape global email strategy
• [03:13] Inside Be Growth: Building a global FinTech platform
• [06:40] LGPD compliance and why clean lists win
• [09:46] Expanding to India: First international market challenges
• [12:28] Data as your foundation for global deliverability
• [15:19] Country-specific playbooks over one-size-fits-all templates
• [17:00] Mailbox provider distribution changes everything
• [18:00] Event de-duplication: preventing automation cascade failures
• [21:00] The critical 48-hour activation window
• [24:21] Learning from a 10x volume disaster
• [29:44] Metrics as your scalability gatekeeper
• [30:00] Key takeaways and how to connect with Rodrigo